Over the past decade, women’s football has experienced an unprecedented surge in popularity. In 2024, women's football was deemed to be the most valuable women's sport in the world, with an estimated global yearly revenue of over €500 million, making up over 45% of the total revenue of women's sports worldwide. This increased popularity is also reflected in the women's game in the UK, and though a lot of this increased popularity is arguably attributed to the successes of the Lionesses, including by winning the Women's Euros in 2022, the increased popularity of the Women’s Super League (WSL), the top tier of women's football in England, should not be overlooked.

WSL teams are now experiencing an influx of investment and interest from a diverse range of brands looking to capitalise on the unique and ever-expanding audience of women's football. This has in turn led to increased matchday revenues, growing valuations, and a more competitive transfer market. This article explores the factors behind this surge in popularity and financial growth, highlighting the structural changes and commercial developments that are shaping the future of the women’s game.

This article has been published by LawInSport:

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